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It became his job to try to get cancelled clients to renew their subscription to the magazine. He went completely against the norm and came up with an amazingly successful renewal campaign letter that generated TONS of response.
His letter, which was quite short, declared that revenues he made from Rolling Stone was his only source of income. It continued by telling the reader that if they didn’t respond to the letter and renew their subscription, he would be thrown into despair and would live in poverty.
Essentially, he threatened the reader…demanding they respond…or else!
The go the extra mile on his threat, he had printed in big letters, and in handwritten font, on the outside of the envelope:
I KNOW WHERE YOU LIVE
The direct mail piece was such a huge success that Rolling Stone continued using it the entire time Thompson worked for them.
The reason it worked was because it was different than the other subscription requests they received in the mail, it was creative, and it ASKED for a Response.
Sure there were people who were offended, but who cares. Those aren’t the people you’re after anyway. You can’t please everyone all the time.
Can you learn a lesson from this strategy?
Set goals. Work hard. Be awesome.
Curtis Mock
